Author and super marketer Seth Godin made a good point on his blog, where he touches on the fact that the closer you are to the point of need, the more you can charge clients.

In one example, he cites pizza at the airport costs five times more than pizza on the way to the airport. That’s true in most cases, including Frankfurt and London Heathrow, where the price for a hot dog and a beer will give you the impression you’re fine dining.

However, some airports choose not to charge premium. The Vancouver International Airport is a prime example. Tenants are required to offer “street pricing,” which means franchises like Flying Wedge Pizza can’t inflate their prices. A big mama’s bacon special will cost you $4.99 on the east side of town, and it’ll cost you $4.99 as you’re running for the departure gate.

As a result, many people skip a meal in anticipation of eating at the Vancouver airport. Or passengers grab some grub ‘to go’ in a bid to avoid preservative-laden airline food. And they even shop at the airport. Why not? You’re checked in and now you can cruise for last-minute gifts. Chocolates? Books? Some souvenirs, anyone?

It goes to show, when the opportunity is there, charging premium is an effective scheme. But when such circumstances appear, it can also be wise not to charge top dollar.